Measuring Success

Most internet marketing strategies are designed to either accelerate brand promotion or to generate a direct response. For example, if your offering is in the early stages of the product life-cycle, increased traffic may simply be the most accurate metric of success, i.e., “brand promotion”. However if your strategy emphasizes “direct response”, the metrics for success become much more complex and difficult to measure.

By “direct response” we refer to an online transaction, be it through a form that encourages visitors to submit their information or direct online sales (e-commerce). We then refer to the successful transaction as a “conversion”.

Numerous providers and corporate internet marketing teams alike do not address the challenge of clearly defining how much revenue their efforts are actually generating. This is amazing, and even more baffling is the fact that customers are not demanding that these metrics be enumerated and defined!

Part of our initial setup process involves configuring your CRM system so that all search traffic resulting in a conversion is tracked to the source and the keyword that resulted in the original visit. Once the “lead” is created, we then track it through the entire pipeline to close. This enables us to define exactly how much revenue is then attributable to that lead, and hence that keyword or advertisement. As these results accumulate over time, the reporting capability evolves and enables us to report on the exact percentage of overall sales that the internet marketing effort is responsible for. Then by subtracting the cost of the investment from overall sales and dividing that difference by the cost of the investment, we calculate the most accurate percentage of internet marketing ROI possible! That is what our customers get, and that is another example of what differentiates us from our competitors.

For organic search, we can identify the search engine, the keyword and the initial landing page through which the prospect arrived at the site. For paid search, we can identify the ad campaign, group, advertisement itself, and keyword (if applicable). Over time, this level of visibility enables us to not only see which keywords and promotions are driving traffic, but which ones are generating the most revenue. That is the level of granularity that you MUST demand of your internet marketing reports. If you cannot measure the revenue accurately, how can you possibly justify the spend? The most amazing part is that this question is not asked more.